Creative ideation is one of the hardest parts of the campaign process. Coming up with an idea that resonates with both journalists and readers simply makes or breaks a campaign.

However, in agencies we’re often not given a clear structure of how to come up with a campaign. We often miss key areas such as validating our idea to make sure it’s doable, or making sure the topic is spoken about often enough in the news to get picked up

In April 2022 I spoke at BrightonSEO, the UKs largest search conference on the topic of creative ideation.

Below, I set out a clear, step-by-step structure of how to come up with a successful digital PR campaign using techniques from veteran creatives in a range of industries.

Check it out below: